Apple, Samsung and Dell DMC

Apple, Samsung and Dell DMC 1
APPLE SAMSUNG AND DELL DMC
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Apple, Samsung and Dell DMC 2
Brief History of Apple
Apple INC was formed in 1976. The founders of the company include Steve Wozniac,
Ronald Wayne and Steve Jobs (Apple 2018). After 5 years the company developed its first
computer known as a Macintosh which became a widely known after an advertisement in 1984
to shake the giants the business such as IBM. The company has grown over the years from
designing and manufacturing their own computer to making mobile devices and music
accessories. The company has received its fair share of criticism but has consistently serve the
consumer electronics market of more than 20 years.
Brief History of Samsung
Samsung was founded in 1938 by Lee Byung Chul who at the time was a store owner.
The company began by offering products used in construction, entertainments and advertising
among other fields. Later, the company ventured in textile and industry before it changed its
focus to industrialization (Samsung 2018). The electronic classification of the company include
semi-conductor and telecommunications, corning, electro-mechanics and electronic devices.
Samsung Company has grown over the years to become an international corporation.
Brief History of DELL
Dell Company founded in 1984 by Michael Dell while still a student at University of
Texas. Dell believed that selling personal computers would facilitate easy understanding of
people’s needs and computing solution would be provided. The company began as PC limited
which later changed to Dell Computer Corporation (Dell 2018). The company is acknowledged
as the first computer company to enroll with the Climate Group as a move to show its
commitment to care for the environment. The company has extended its corporate social
responsibility by undertaking and supporting various projects across the world.

Apple, Samsung and Dell DMC 3
Apple’s targeting and positioning strategy has shifted from traditional global promotion
and are now focusing on regional campaigns which aim to appeal more to specific market
segments.
Apple is also incorporating both digital and social media campaigns that would target
social media users especially in Facebook and Instagram. The company’s digital marketing
strategy is pegged on the fact that different people in different places have differences in the way
they perceive Apple product. By understanding the local factors, the company will be in a good
position to deliver products that are needed by their specific markets.
Samsung targeting and positioning with respect to digital marketing strategy relies on
increasing awareness about the feature of their products (Payne and Frow 2017). The company
expects to use brand their brand ambassadors online to engage with consumers with an intention
of providing useful functional information about their products. Samsung developed a support
application which was received well and received numerous downloads because it assisted the
consumers to learn more about the products they need.
Dell’s target marketing, position and branding strategy contributes to helping the
company reach potential clients for their products. Dell targets specific classes of customers
which include relationship customer and transactional customer. Their digital marketing strategy
promotes their brand to specific target market such as large corporations, government and
institutions (Brien 2018). Besides, the company also targets transactional customers by
promoting their products in digital platforms as reliable, quality and relatively cheaper as
compared to other products in the market. The company’s digital strategy is centered on
engaging the consumers to receive feedback in order to modify their products to meet the needs
of their target market.